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b. Persona assignment variables
i. Pleasures vs. productivity index -- how much each subsegment of the Young and Wireless spent time on their wireless devices for pleasure vs. For work.
ii. Key Criterion of Pleasure vs. Productivity use of the proposed tablet PC
c. Ergonomic and Change Management Variables
i. What are the switching costs from existing electronics products to the build-to-order tablet PC?
ii. How is this defined by demographics, income levels, self-concept segmentation?
d. Price Elasticity Analysis -- Demand curve for build-to-order tablet PC.
Segment 2: Time Shifters
The second segment of interest are the Time Shifters, defined on the Claritas site as those consumers in the 25- to 44-year-old age segment who are both homeowners and apartment-dwellers who share a passion for consuming media and communications. They are intensive consumers of movies and digital content, in addition to being highly interest in international programming and movies as…
Dibb, S., & Simkin, L. (2009). Implementation rules to bridge the theory/practice divide in market segmentation. Journal of Marketing Management, 25(3), 375.
Dibb, S., & Simkin, L. (2010). Judging the quality of customer segments: Segmentation effectiveness. Journal of Strategic Marketing, 18(2), 113.
Dunn, D., Hulak, J., & White, D.S. (1999). Segmenting high-tech markets: A value-added taxonomy. Marketing Intelligence & Planning, 17(4), 186-186.
Johne, F.A. (1984). Segmenting high technology adopters. Industrial Marketing Management, 13(2), 59-59.
Target Market esearch
In terms of demographics, the target market consists of females, aged 18-25. These females typically live in urban areas, or aspire to do so in the future. They are middle class, able to afford clothing upwards of $150 per item. Some of the lower-end accessories that go for $15-20 will skew slightly lower on the income scale. This is deliberate -- the lower end items are aspirational in nature, as they bring consumers to the brand. This is an important element of marketing to this age bracket, because income levels typically increase among this age group as they transition out of high school and into the working world. By hooking the target market with lower priced items at the younger ages, they can then grow with the brand through their mid-20s and into the beginning of their professional careers.
The target market will typically have a high…
US Census Bureau (2010). Population by Age and Sex 2000 and 2010 U.S. Census Bureau Retrieved April 29, 2015 from http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf
b) Cameras. ehaviorlistic (desired benefits) is an important segmentation variable for cameras because these products have many different features and it's important to understand what the consumer really wants from the camera. Along with desired benefits, demographic segmentation (income) would be very useful to understand what the consumer can actually afford and the consumer's price sensitivity.
c) Magazines. ecause magazines focus on so many different topics, e.g. business, beauty, sports, travel, etc., psychographic segmentation (interests) would be very useful to understand which consumers are interested in what topics. Demographic segmentation (gender) would also be very useful because so many magazines are devoted to either men or women.
d) Hotel Accommodations -- ehavioralistic segmentation (holidays and events that stimulate purchase) would be very helpful in understanding the needs of people traveling for specific reasons such as a vacation or a business trip. Demographic segmentation (age) is also useful because half (50.3%)…
Hotel survey results reveals best target market. http://www.strategicmarketsegmentation.com/blog/hotel-survey-results-reveals-best-target-market/
Market segmentation. http://www.netmba.com/marketing/market/segmentation/
Variables that can be used to segment markets. http://www.udel.edu/alex/chapt9.html#variable
Why segmentation? http://www.themanager.org/marketing/segmentation.htm
target market will need a number of critical pieces of information. Some of this information will be fundamental, such as the name and address of the business, and possibly the hours, phone number, URL and email address as well. Additional information that the audience will need is about the nature of the store (what it sells) and the nature of the product (handmade, local).
There will be some personal selling involved. The artist/principle will be running the store, along with potentially other staff members. hile the artist will clearly have passion for the work, some selling skills will also be required. The artist will train primarily in an informal manner, learning from friends who have sales experience and understand best how to sell to people. There will not be a paid sales force. Evaluation will simply be measured by the sales of the store, and some attention will also be…
CBSNews.com (2007). Flying cars ready to take off Bob Simon talks to inventors who build personal flying machines. April 17. Viewed at the cbsnews.com website, http://www.cbsnews.com/stories/2005/04/15/60minutes/main688454.shtml on November 7, 2010.
Gillette, F. (2010). Don Draper's Revenge. Viewed on November 27, 2010 at http://www.businessweek.com/magazine/content/10_49/b4206074203079.htm?campaign_id=widget_topStories
Riley, J. 2010. Marketing at Jaguar - Presentation to download, viewed at http://www.tutor2u.net , November 7, 2010
Apple; Market Segments, Target Market and Positioning
Apple are a well-known high tech firm, developing and selling a range of electrical devices, including but not limited to iPods, iPads, iPhones and iMacs, as well as associated services such as iTunes and the Apple App store. The firm has been very successful, the earnings and the profit margin have both been increasing over the last few years (Apple, 2012). The firm may compete with a high level of differentiation, supported by a highly aggressive research and development strategy which leads to innovation. For this to be successful the firm has to know and understand their market segment and target market (Hooley et al., 2007). Furthermore, when a firm has a profit margin so much greater than the competition; 30.05% pre-tax and 11.28% net compared to the industry average of 16.85% pre-tax profit and 11.89% (MSN Money, 2013), it is also…
Apple, (2012), 10k, [online] http://files.shareholder.com/downloads/AAPL/2677923894x0xS1193125-12-444068/320193/filing.pdf accessed 19th Oct 2013
Dormeh, Luke, (2013), The Apple Revolution: Steve Jobs, The Counterculture And How The Crazy Ones Took Over The World, Virgin Books
Grobart, S, (2013, Sept 19), Apple Chiefs Discuss Strategy, Market Share -- and the New iPhones, Business Week, [online] http://www.businessweek.com/articles/2013-09-19/cook-ive-and-federighi-on-the-new-iPhone-and-apples-once-and-future-strategy#p1 accessed 20th Oct 2013
Hamhill, J, (2013, Sept 20), Cook: 'We're not in the junk market segment'. Not on PRICE, anyway, The Register, [online] http://www.theregister.co.uk/2013/09/20/qotw / accessed 19th Oct 2013
Online E-usiness Target Market & Competition
Identify Target Market
The target market for the online business is the Do-it-Yourself Arts and Crafts supplies industry, the "Hobby Craft Industry."
Psychology of Target Market (Analysis)
The Hobby Craft market grew 11% in 2011, despite overall stagnation in consumer spending in the same year. (SEC Form S-1, p. 1). The recent expansion of the hobby craft industry has been caused by the recent economic downturn as well as demographic changes in the market. Hobby crafts were previously the exclusive domain of middle-aged and older women. However, young adults, male and female, have taken up hobby crafts such as knitting because of political movements emphasizing sustainable production as well as pop culture trends celebrating, in an ironic manner, vintage or handmade goods with character over mass-produced goods.
The hobby craft market is traditionally perceived as a leisure industry, with the hobby aspect being the…
SEC Form 10-K 2011 Jo-Ann's Fabrics.
Available at http://www.faqs.org/sec-filings/100415/JO-ANN-STORES-INC_10-K/#b
SEC Form S-1 Michael's Fabrics
The target market is the specific segment of the market that we are targeting with the launch of our new beverage (ard, 2013). For this product, the target is boys aged 12-17 who live in middle-class or affluent areas. These consumers have ample spending money, and are a large demographic. In addition, these are formative years for their consumption patterns, so targeting this market will help build our market for the future as well. This group also does not have its purchasing patterns and brand loyalty set, so we are not competing as vigorously against established patterns. e are targeting boys in particular because the product tested better with boys than with girls.
This market has slow growth characteristics at this point, with most of the baby boom echo kids already being in this demo or older. However, there are still tens of millions of teenage boys, and we…
Ward, S. (2013). Target marketing. About.com. Retrieved April 14, 2013 from http://sbinfocanada.about.com/od/marketing/g/targetmarketing.htm
The market of individual consumers is composed mainly of mature women, between the ages of 30 and 55 and who register medium and above medium income. The age limitation was given by the fact that women younger than 30 and older than 55 seem to reveal a reduced interest in bio products, as their priorities fall into different categories. The income limitation was given by the fact that the manufacturing of the bio creams implies more costs than the manufacturing of the chemical-based creams, generating as such a higher retail price.
The Kane County has a population of 501,021 individuals (estimations for 2007), out of which 49.3% are female. 53.4% of the total population is aged between 18 and 65. The median household income in 2004 was calculated at $61.246 (U.S. Census Bureau). As a comparative note, the per capita income in 2008 at a global level was of $10,500…
2009, Day Spas, Planet Discover, http://nwchicago.planetdiscover.com/sp?aff=1109&skin=200&catId=22080500lastaccessed on February 25, 2009
2009, the World Factbook, Central Intelligence Agency, https://www.cia.gov/library/publications/the-world-factbook/rankorder/2001rank.html
State and Country QuickFacts - Kane County, Illinois, U.S. Census Bureau, http://quickfacts.census.gov/qfd/states/17/17089.htmllastaccessed on February 25, 2009
Target market -- the Asian-American market for Snickers
The chocolate bar 'Snickers' is an American candy icon. Snickers' combination of salty and sweet flavors is what makes the candy so desirable. "Peanuts are also a key part of a marketing pitch that touts an energy boost…It's almost like a de facto energy bar, like a PowerBar…It's a candy bar, but the peanut element is important" (Williams 2012). It is, as its advertising campaign proclaims, 'satisfying' as well as sugary. Snickers is seeking to enhance its marketing to Asian-Americans and positioning the product in distribution channels accessed by this demographic is essential.
Candy is a 'fun' purchase, rather than one which is deliberately sought out and researched like a durable good. Convenience stores, supermarkets, and other locations where people make impulse buys are the most common venues for purchasing candy, meaning that other types of distribution (such as…
Asian-American consumer base. (2013). Nielson. Retrieved:
Britt, Bruce. (2012). Marketing to Asian-Americans. Deliver Magazine.
Porters Five Force Model
Threat of New Entrants
Bargaining Power of Suppliers
Bargaining Power of Buyers
Threat of Substitute Products
Apple has had an exceptional growth streak over the last decade and represents a suitable target for a marketing analysis. Apple has seen sales and revenue peeks in the last few years which is at least due to the fact that sales in China have ballooned. China, which is the company's second-largest market, accounted for 16% of Apple's sales during the past quarter (Q4, 2011), with $4.5 billion in revenue, a year-over-year increase of 270% (Gannes, 2011). The new iPhone 5s and iPhone 5c was launched in September, 2013 and was highly anticipated by Apple for the response in China in the iPhone's global debut. This was the first time an iPhone version was marketed on a global…
Bora, K. (2013, November 6). Is Apple's China Strategy Paying Off? Report Says Company Beat ZTE To Enter The Top 5 In Chinese Smartphone Market. Retrieved from International Business Times: http://www.ibtimes.com/apples-china-strategy-paying-report-says-company-beat-zte-enter-top-5-chinese-smartphone-market
Gannes, L. (2011, October 18). China Now Accounts for 16% of Apple Revenue. Retrieved from All Things D: http://allthingsd.com/20111018/china-now-accounts-for-16-percent-of-apple-revenue/
The target market/product combinations that I have selected are selling non-lethal security to black women aged 18-30 and selling vacations to gun owners. Black women aged 18-30 will respond best to a viral strategy. It is important to realize that this market is highly sociable, and word of mouth for a product can spread very quickly. This target audience has specific tastes with respect to the media it consumes, and that should guide the promotions strategy. However, the message should not be overly focused on the product attributes. There should be a specific lifestyle component to the promotions, for example setting an ad in a hair salon, but focused on a conversation where a group of young black women discuss how safe they feel with the product in their purse. The product should fit in as part of the lifestyle for a young black woman. Additionally, there should…
Danaher, P. (1996). Wearout effects in target marketing. Marketing Letters. Vol. 7 (3) 275-287.
NetMBA. (2010). Pricing strategy. NetMBA.com. Retrieved February 24, 2012 from http://www.netmba.com/marketing/pricing/
Our innovative product is a new category of automotive safety devices, a floatation device that will prevent passengers from drowning when passengers are in an accident involving bodies of water such as lakes and rivers. The market targeted for our floatation device will be U.S. automobile drivers who are between the ages of thirty to fifty years of age that have an average or above average income and education at the college level. These targets have been selected base on an evaluation of our internal resources and consumer demographics and psychographics.
market has been chosen for two main considerations. First, as a startup, we have decided to stick to a single regional market as a launching pad for our new product. Our initial resources for product development and marketing will only be $20 million. These funds will not allow adequate penetration of multiple markets and we are…
Danes, Jeffrey E. And McEwen, William J. "Message-Market Segmentation A Method
Based on Messages that Change Purchase Intention.: Current Issues & Research in Advertising, 1981, Vol. 4, Issue 1 (Business Source Premier Database ISSN: 01633392, AN: 7574185).
Mapes, Jennifer. "In a Car-Driven Culture, Some Search for an Alternative." Natioanl
Geographic News. (29 Mar. 2001). National Geographic. 2 Apr. 2003. http://news.nationalgeographic.com/news/2001/03/0329_cars.html .
Foreign Target Market for Spring Cleans Detergent
The target market that I selected for Spring Clean's detergent is Paris, France. It is one of the largest cities, and the capital city of France. The market is made of mostly the French people but other communities also represented. The city to some extent is cosmopolitan because it houses many other people it has attracted from various parts of the globe. The French culture is unique and slightly different from the American culture. However, the amusing thing is that the French people have a preference of making their shopping in identified shopping malls. The city has various shopping malls selling varied items from consumables to clothing, and electronic items (Durmaz, Celik, & Oruc, 2011).
The shopping habits of the people in France (Paris) are suitable for business. This is because people have fully embraced capitalism and products are on quick sale. In…
Cannon, J & Rollin, H. (2001). Business Culture and the Labor Market in Spain and Portugal.
The International Journal of Iberian Studies, vol. 14(3): 133-154.
Stephens, G.K., & Greer, C.R. (2005). Doing Business in Mexico: Understanding Cultural
Differences. Journal of Organizational Dynamics, vol. 24(1): 39-55
Sheba is an Australian rideshare company that is for and by women. It offers its services to women passengers, driven by women drivers, so that both can feel safe and secure. The company’s key customers are: women drivers and women passengers (single or moms/moms with children). The target market of this report is women drivers, because they will serve as the backbone of the company’s growth. Sheba is positioned to grow because it offers a safe, secure and comfortable rideshare experience that is designed just for women.
2.1. Target Market and Positioning Statement.
Women: professional, non-professional; married, non-married; with and without kids; ages 21+ for drivers
Sheba provides Women (21+) with an opportunity to drive for a company that caters solely to them and their needs. Women drivers will pick up and drop off Moms on the go, single women, and women who want to feel…
Bernhardt, J.M., Mays, D. and Hall, A.K., 2012. Social marketing at the right place and right
time with new media. Journal of Social Marketing, 2(2), pp.130-137.
Correa, T., Hinsley, A.W. and De Zuniga, H.G., 2010. Who interacts on the Web?: The
intersection of users’ personality and social media use. Computers in Human Behavior, 26(2), pp.247-253.
Downes, L. and Mui, C., 1998. Unleashing the killer app: digital strategies for market. Harvard
Business School Press, Cambridge, MA.
Perrin, A., 2015. Social media usage. Pew Research Center.
This is a report providing detailed description of Filshie Clip System’s customer persona based on the selected target market. The creation of this persona was based on a comprehensive analysis of the target market and a brief background of the company. The discussion demonstrates how professional women who are of childbearing age are the ideal target market for this stylish and effective method of contraception. We have established that customers in the target market are differentiated based on demographic factors, personal histories and expectations. These women are interested in a reversible contraception method that is safe and effective since it enables them to make decisions on getting pregnant when they want. Finally, justified recommendations with respect to the marketing mix have provided.
Femcare is a group of companies owned by Utah Medical Products Inc. in the United States. This company has perfected Filshie Clip, a female surgical…
The performance-based yoga industry is generally favorable for Lululemon. The PESTEL analysis will help explain certain aspects of the external environment. The main influence that the political environment has on Lululemon is with respect to trade in textiles, in particular insomuch as trade policy can affect the ability of Lululemon to acquire goods from its suppliers around the world, and whatever tariffs and trade barriers the company might face in doing so. In general, the company faces the same political environment as its main competitors, which means that changes in the environment are unlikely to convey strong advantage or disadvantage to any industry player. The political environment is otherwise not a major factor.
The economic environment in 2016 is generally favorable. The economies of both the US and Canada are improving, basically putting more people in the company's target market, which skews towards those with higher levels of…
Marketing to a Target Population and Differentiating Services
The New Product
The new product is a spa that services mothers of young children. It is called Ma Spa and the innovative idea behind the service is that it provides care for her kids while she receives her spa treatment. Most moms with small kids do not have the opportunity to stop in at the spa because they have kids in tow—so the Ma Spa is designed for them: no appointments needed and no worries about what to do with the children. The Ma Spa has certified childcare professionals on staff who oversee the children as they play in their own play area while Mom relaxes and gets her hair or nails done. It is a business that caters specifically to women and lets them know how special and important they are to the community by making sure their beauty and…
Father Prior of the Carmelites in Wyoming wanted to expand the cloister by purchasing a large 500 acre plot of land for $8.9 million. His plan to be able to afford the purchase was based primarily on using the cloister’s niche coffee business—Mystic Monk Coffee. Mystic Monk was a success coffee business run by the monks in the cloister. Marketed as a premium coffee brand and sold over the Internet, the coffee drew interest largely by word of mouth. The target market consisted of coffee drinking Catholics in America, and since there were nearly 70 million Catholics in the U.S., the target market was quite large. However, in order to be able to afford the 500 acres that Father Prior had set his heart on, he would have to either receive a larger donation from patrons of the cloister or grow the coffee business and make it even more…
Wal-Mart's most obvious image is that as a low-cost provider. The slogan "Everyday low prices" is common throughout the store and many goods are signed indicated that they have been subject to a recent price reduction.
Wal-Mart does appear to want to establish a strong presence in the community. The store is large, as is the parking lot. There is a clear intention to draw a substantial number of customers from the community and to become a major retailing force in the area. The location is a primary form of marketing for the company. Geographically, the location is out of the way, but physically its large presence makes stands out even among other box stores. And the Wal-Mart is much larger than conventional retailers. It would take a long time to walk past the Wal-Mart, and it cannot help but be noticed by all who pass it. Wal-Mart does have…
reposition product service a target market. emember a product service chosen. 1. Discuss product terms repositioned target market demographics U.
epositioning of the compact disk to a new target market
Once the epitome of technological innovation, the compact discs are gradually decreasing in popularity. The previous assignment has shown how the volume sales of compact discs decrease, alongside with the actual locations selling music on compact discs. This trend is usually pegged to the popularization of the internet within the more developed societies, as well as the emergence of alternative technologies for music, such as iTunes or MP3s.
Still, despite its decreasing trend, the CD industry remains a billion dollar industry and emphasis is placed on revitalizing it. At the level of the current project, emphasis is placed on the identification of a new possibility to reposition the compact discs.
The CD in the new target market
As it has…
Humphries, A., 2009, Strategic alliances and marketing partnerships: gaining competitive advantage through collaboration and partnering, Kogan Page Publishers
Kunitzky, R., 2010, Partnership marketing: how to grow your business and transform your brand through smart collaboration, John Wiley and Sons
Lamb, C.W., Hair, J.F., McDaniel, C., 2007, Marketing, Cengage Learning
Raulerson, P., Malraison, J.C., Leboyer, A., 2009, Building routes to customers: proven strategies for profitable growth, Springer
net, 2010). For HNI, the objective is to build market share, as much as possible, in ergonomic chairs. The pricing strategy is going to need to reflect that, and should therefore be at the low end of the ergonomic segment.
In this situation, we have chosen a skimming strategy. The skimming strategy involves setting high prices based on value. The company wants to build market share on the basis of quality (Meissner, 2010). Ergonomic chairs are a growth market, and this strategy will allow us to gain entry into the market without sacrificing margins. e do not intend to be the biggest player in the market, but to build a solid market share based on a high quality product. e want to make good margins on our products and a skimming strategy will allow us to do this while staking our position in the market overall. Ergonomic chairs are relatively…
Johansson, C. (2000). Top 10 emerging practice areas to watch in the new millennium. American Occupational Therapy Association. Retrieved April 24, 2010 from http://www.aota.org/nonmembers/area1/links/link61.asp
No author. (2010). Industry overview -- retail office furniture in the United States. ZPryme.com. Retrieved April 24, 2010 from http://zpryme.com/news-room/industry-overview-a-retail-office-furniture-in-the-united-states-including-market-leaders-ashley-lane-haverty-and-global-leader-ikea-zprymehtml.html
No author. (2010). Best ergonomic office chair. Ergonomic-Chairs.net. Retrieved April 24, 2010 from http://ergonomic-chairs.net/
Meissner, J. (2010). Basic pricing strategies and when to use them. Meissner Research Group. Retrieved April 24, 2010 from http://www.meiss.com/blog/tag/skimming-strategy/
Customer Targeted Marketing
Necessity of Change from Traditional to Customer Targeted Approach to Marketing
ationale for Need to Change to Customer Targeted marketing
Change from a traditional marketing approach to customer targeted marketing
In every business in the modern day, change has become dominant. And one of the most sought after management skills is the ability to adapt and master and reap benefits from the changes. This fact is particularly true in the case of marketing where changes are happening fast and thick.
The dilemma for today's business leaders is to adjust between adapting to change the costs of changing along with estimating the potential benefits from the change. And even while changing strategy, the marketing efforts of accompanying need to reflect an internal constancy for the purpose of the change and an external consistency of the image of the company (Kashani & Jeannet, 2005).
It is here that there…
Dutta, K. Social Media Marketing - A Paradigm Shift in the Marketing Practice. SSRN Electronic Journal. http://dx.doi.org/10.2139/ssrn.2492674
Esteves, R., & Resende, J. (2016). Competitive Targeted Advertising with Price Discrimination. Marketing Science. http://dx.doi.org/10.1287/mksc.2015.0967
Esteves, R., & Resende, J. (2016). Competitive Targeted Advertising with Price Discrimination. Marketing Science.
Samsung Cell Phones
The first distinct market segment for Samsung is the enterprise market, which is primarily regarded as employee phones market. This market segment has grown tremendously in the past few years and businesses incorporate phones into work processes. The segment contains the working class population with different income, age, and of different gender. The population is in different geographic and can be segmented through user status for employees who are looking for ways of enhancing work processes. The second market segment for Samsung cell phones is the early adopter market, which comprises of children or technically ignorant or naive customers. This segment contains children who are looking for phones to play with or individuals seeking for easy-to-use phones. The behavioral segmentation of this market is user status since it's made of first-time users or technically ignorant users who are usually found within the home setting. The individuals…
Akers, Helen. "What Is Multi-Segment Marketing?" Chron - Small Business. Hearst Newspapers, LLC, n.d. Web. 12 Sept. 2015. .
Widdel. "Market Segmentation Basics." Anoka-Ramsey Community College. Anoka-Ramsey Community College, n.d. Web. 12 Sept. 2015. .
For this type of customers, Diesel should create a special line of clothing items, different from the one for the primary target customers. For the primary target customers the central piece is the jeans. For the secondary target customers Diesel designers should combine jeans with other clothing items that are best suitable for 25-35 aged customers, that have good jobs and that are present in high social circles. For the secondary target customers the price should be significantly higher than the price for the primary target customers. The secondary target customers are trying to buy a certain status together with the clothing items they buy, so the higher the price of the clothes, the higher the status they are achieving. Other than this, the price should reflect the work invested in creating these clothing items, which require extra care for the secondary target customers.
As mentioned above, the communication strategy…
Nordas, H.K. (2004). The Global Textile and Clothing Industry post the Agreement on Textiles and Clothing. World Trade Organization. Retrieved July 8, 2007 at http://www.wto.org/english/res_e/booksp_e/discussion_papers5_e.pdf .
Diesel History (2007). Diesel Clothing. Retrieved July 8, 2007 at http://www.diesel.com/#/dieselinfoandpress/ .
Profile of General Demographic Characteristics: 2000. U.S. Census Bureau. Retrieved July 8, 2007 at http://www.census.gov/main/www/cen2000.html .
Consumer Buying Behavior Notes. Retrieved July 8, 2007 at http://www.udel.edu/alex/chapt6.html#personal .
The first point that has to be looked into is the health of the company, Colorado Australia. The company is passing through a bad phase and this is not the time for a product launch as generally no new introduction can make money for a period of time after launch. When the company launching the product is itself in a relatively poor condition of finances, then it is less likely to take risks that will be required for the successful development of the new product. Here the situation is likely to be of a new brand in a new market, rather than a totally fresh launch. The company is already exporting substantial quantities and it is possible even the same item is being exported for sale by another organization under a different brand name. It may be possible that expansion of sale of quantities under that arrangement may…
"Before You Buy Hiking Boots" Retrieved from http://shoes.about.com/od/athleticshoes/bb/bybhikingboots.htm
Accessed 12 October 2005
"Colorado dashes hopes of retail recovery" (August 5, 2005) Retrieved from http://www.smh.com.au/news/Business/Colorado-dashes-hopes-of-retail-recovery/2005/08/05/1123125885090.html Accessed 11 October 2005
"Colorado Group Ltd.: (Australian Stock Exchange: CDO)" Retrieved from http://www.onesourceexpress.com/companyreports/default_ec.asp?keyid=44678842& camp=EC5001& GCID=C15112x004& ovchn=INK& ovcpn=International& ovcrn=onesource-international-1& ovtac=PIB Accessed 11 October 2005
Even public transportation is growing more expensive, given that cash-strapped states are raising fares.
Victory offers customizable bikes with great value and power, according to its promotional literature. I
Victory began as an "offshoot" of Polaris Industries, which is mainly known for marketing snowmobiles and ATVs. Amongst the target audience, particularly in the South and areas where snowmobiling is uncommon, it may have little brand recognition.
The economic downturn and demand for more fuel-efficient vehicles could be capitalized upon as a great opportunity for the company -- more individuals are likely to be seeking out motorcycles as a mode of transportation.
In a recent head-to-head of Harleys and Victories, one trade magazine said that Victory produced the superior model, but Harley had the better-known name: "It comes down to cooler character of the Harley vs. The better handling, more powerful Cross Country. I know…
Cherney, Andrew. 2010 H-D Road Glide vs. 2010 Victory Cross Country: New breed of baggers busts out. Motorcycle Cruiser. 2010. October 7, 2010 at http://www.motorcyclecruiser.com/roadtests/1004_crup_2010_hd_road_glide_vs_2010_victory_cross_country/motorcycle_design.html
Scooters and Motorcycles Popularity and Wrecks Increase. Technology for the Future. July 21, 2010. October 7, 2010 at http://techus.org/2010/07/scooters-and-motorcycles-popularity-and-wrecks-increase/
Victory Motorcycles. Official website. October 7, 2010.
It revealed the fact that customers were willing to buy chocolate in order to be in fashion.
The government, which is a communist one, has imposed chocolate importers to mark the country of origin in order to provide the customers with the accurate information about the products they offer.
Size, number, and financial strength of competitors. If we take into consideration the report mentioned above, the main competitors are: Dove (38.61%), Cadbury, Le Conte, Nestle, Hershey's, Golden Monkey, Ferrero Rocher, M&M's, Tresor Dore and Shenfeng. These ten producers account for 90% of the chocolate market, while the first three cover about two thirds of the market share. However, among these ten best companies we can only depict two internal brands. These are Golden Monkey (2.94%) and Shenfeng (1.58%). Due to the new regulations regarding the percentages and quality of the ingredients used, many national producers may not be able to…
Chocolate Strives for Standard.,(2004) Retrieved on Nov 28th, 2006 from China Daily, web site: http://www.chinadaily.com.cn/english/doc/2004-12/24/content_402994.htm
Parry, Richard Lloyd, (2006), For Lovers of Chocolate, future could be very dark., Retrieved on Nov 28th, 2006, from The Times, web site: http://www.timesonline.co.uk/article/0,25689-2079799,00.html
Sachs, Jeffrey D. (2004), Welcome To The Asian Century. By 2050, China and maybe India will overtake the U.S. economy in size. Retrieved Nov 28th, 2006, from Fortune, web site: http://money.cnn.com/magazines/fortune/fortune_archive/2004/01/12/357912/index.htm
The segmentation recommended in this marketing plan includes the following:
Ensure that locals (there is an advantage to the restaurant's site) become regulars.
Differentiate the "Italian" notion for those who want something different from "standard," "middle of the road" Italian fare.
Come up with very targeted marketing which ensures focus on the three target customer groups:
Those living/working within a well-defined radius
Those who may know the restaurant from other experiences in Australia
Spur-of-the-moment tourists who see the restaurant and walk in.
Cost structure of industry (especially whether variable cost is a small or large proportion of the normal selling price, and whether there are significant economies of scale of production, importance of transportation costs etc.),
The relative margins earned by restaurants vary from zero to 10% of total sales. Price discounts may be attractive to customers, but can have a dramatic impact on the bottom line if not properly…
Trends – External Environment
Target is subject to a number of different trends that affect its business. These include external factors in the economic, technological, political and social environments. The economic environment has the most direct impact on a company like Target that sells a broad range of consumer staples to a broad audience across the entire country. During the last major recession, Target struggled with sales that tracked GDP, flatlined margins and slugglish profit trends, all the result of consumers reeling in their spending during a time of substantial economic uncertainty (Marketwatch, 2010). For many consumers, Target is seen as slightly higher on the discount hierarchy, so when there is a recession, they trade down to Wal-Mart, dollar stores and warehouse stores to save even more money on staples (Marketwatch, 2010).
The political environment is less a factor in Target’s business, until of course it affects the economy.…
market communication plan for Divine Chocolate that produces chocolates for a noble cause of supporting the cocoa farmers of Ghana and promoting Fair Trade. The paper consists of an analysis of its business environment as well as a set of recommended strategies which it can use to beat the competition and effectively communicate its marketing messages to the most potential target customers.
Divine Chocolate is one of the leading Fair Trade chocolate manufacturers in the United Kingdom and United States. In addition to producing the best quality chocolates, Divine Chocolate also aims to promote fair trade in the Global community. This paper presents a comprehensive analysis of the current business and marketing strategies of Divine Chocolate and proposes a market communication plan which can help it better understand its target market, effectively run its advertising and promotional campaigns, and beat the competitor brands which are supported by numerous unknown credential…
Batra, R., Myers, J.G., & Aaker, D.A. 2009, Advertising Management, 5th Edition. New Delhi: Pearson.
Batsell, J. 2004, Bumper crop of coffee labels, Available at [Accessed March 7th, 2013]
Brassington, F. & Pettitt, S. 2006, Principles of Marketing, 4th Edition. Harlow: Prentice-Hall.
Blythe, J., & Megicks, P. 2010, Marketing Planning: Strategy, Environment and Context, 3rd Edition. U.K: Prentice Hall
he new organic smoothie can be made out of the same fruits as regular smoothies commercialized by Orange Julius.
he objectives of the marketing plan and marketing strategies include: increasing the market share by 10%, increasing sales by 12%, developing the image for the new organic smoothie, and expanding the company's overall image.
As mentioned above, more and more people turn to organic food, which means the company must take advantage of this market expansion period. Even more, after the new organic smoothie will be strongly established in customers' buying preferences, it is recommended that the company develops other types of organic food.
When launching a new product, the marketing mix is very i8mportant, as well as controlling the launch and the immediate period. he target market for the new organic smoothie is consisted of individuals aged 14-60, with medium income, medium to high education, health oriented. It is recommended…
The Morning Berry Smoothie (2008). Organic Eating Daily. Retrieved July 26, 2008 at http://organiceatingdaily.com/organic-beverages/morning-berry-smoothie/ .
Smoothies - Your Best Fast Food Alternative (2008). Retrieved July 26, 2008 at http://www.articlesnatch.com/Article/Smoothies-Your-Best--Fast-Food -- Alternative/107809.
Yogurt and smoothie opportunities are booming, says Dairy Innovation Forum 2005 speaker (2005). Dairy Management Inc. Retrieved July 26, 2008 at http://www.innovatewithdairy.com/InnovateWithDairy/Articles/Articles_DBV2_081505.htm.
market case analysis for Verizon FiOS TV offered by Verizon Communications. The analysis consists of product, pricing, promotional, and distribution strategies which Verizon Communications should follow in order to operate in the industry in the most competitive and profitable way. The analysis of industry and competition is also given as a part of marketing research strategy.
Verizon Communications is one of the leading communication services providers in the World. Its major products and services include Verizon FiOS TV, FiOS Internet, FiOS Digital Voice, set-top box, and receiver sets. This paper presents a marketing analysis for Verizon FiOS TV -- one of the most successful communication services offered by Verizon Communications in the United States and some other countries. Verizon FiOS TV is a high quality fiber optic cable network for home television entertainment. Verizon Communications offers its Verizon FiOS TV in all the major cities and towns of the United…
Kotler, P., Brown, L., Burton, S., Deans, K., & Armstrong, G. (2010). Marketing, (8th ed.). U.S.: Prentice-Hall
Kurtz, D.L., MacKenzie, H.F., & Snow, K. (2010). Contemporary Marketing, (2nd ed.). Toronto: Nelson Education
Lamb, C., Hair, J., & McDaniel, C. (2012). Essentials of Marketing, (7th ed.). Ohio: South-Western Cengage Learning.
Lancaster, G., & Withey, F. (2007). Marketing Fundamentals, (2nd ed.). U.K: Butterworth-Heinemann
3 Squares is a company that has remained profitable across its operations because of suitable internal and external environment factors. These internal and external factors have enabled the company to effectively identify market opportunities and capitalize on them to become one of the profitable meal delivery service for seniors. Based on the findings of a SWOT analysis, one of the historical factors that have contributed to change in the company's market segment is the changing demographics of modern populations. In the last few years, there has been a significant increase in the number of the elderly populations in developed countries, particularly the United States (Wiener & Tilly, 2002). Since the company focuses on delivery of meal services to seniors, the growth in the elderly population has contributed to change in the firm's market segment. This change has implied that the firm has a huge customer base because of the increase…
Samsung Cell Phone Market Segmentation
Samsung cell phones have a competitive advantage over most competitors based on the outstanding characteristics such as the apps support, size, the weight, the ability to retain the charge, the number of games it supports, the possibility of paying for gams and install, the aesthetics, the internal memory and the camera quality among other things.
The Samsung cell phone will target two main segments; the trendy young professionals getting into the job market and secondly, the professional middle aged men with a few years of experience in the job market.
Geographic variables in this market segmentation include the rural areas as well as the urban regions where the population is high. These are areas where both the young professionals and the middle aged professionals can be found establishing themselves in various employment sectors or setting up their own businesses.
Psychographic variables considered here are…
Zincubate, (2015). 5 Great Phones for a Young Entrepreneur. http://zincubate.com/5-great-phones
Pharmaceutical industries have to operate in an environment that is highly competitive and subject to a wide variety of internal and external constraints. In recent times, there has been an increasing trend to reduce the cost of operation while competing with other companies that manufacture products that treat similar afflictions and ailments. The complexities in drug research and development and regulations have created an industry that is subject to intense pressure to perform. The amount of capital investment investments required to get a drug from conception, through clinical trials and into the market is enormous. The already high-strung pharmaceutical industry is increasingly investing greater amounts of resources in search of the next "blockbuster" drug that can help them gain market position and profits. Laws, regulations and patents are important to the industry while spending billions of dollars in ensuring the copyright of their products.
It is the intention of this…
Ansoff, H.I. (1957). Strategies for diversification. Harvard Business Review, 35(5), 113-124.
Ansoff, H.I. (1965). Corporate Strategy. New York, NY: McGraw-Hill.
Ashour, M.F., Obeidat, O., Barakat, H., & Tamimi, A. (2004). UAE Begins Examination of Patent Applications. Tamino.com. Retrieved January 18, 2004, from the World Wide Web: http://www.tamimi.com/lawupdate/2001-01/intprop.htm
Bain, J.S. (1954). Economies of scale, concentration, and the condition of entry in twenty manufacturing industries. American Economic Review, 44, 15-36.
Targeted Work Class
Organizations are constantly faced with the need to develop business models that not only enables them to maintain competitive advantage but also contributes to incremental value to stakeholders and customer while dealing with strategic challenges. This implies that an organization needs to continuously evaluate its strengths, weaknesses, opportunities, and threats. One of the most important elements the evaluation process in order to enhance the productivity and success of an organization is description of and analysis of targeted work class. This entails evaluating work processes and key employees, determining necessary knowledge, skills and abilities for the job, defining the compensation system, and assessing how the organization will change while achieving its strategic challenges in the future. An analysis of an organization's targeted work class in terms of the effectiveness of employees, work processes, and compensation system is crucial towards enhancing value-creation opportunities and promoting its productivity.
Kirn, P. (2014, February). Avid Delays Financial Reporting, But Promises Brighter Future,
Including Pro-Tools and Sibelius. Retrieved February 5, 2015, from http://createdigitalmusic.com/2014/02/avid-delays-financial-reporting-promises-brighter-future-including-pro-tools-sibelius/
Weintraub, A. & Burrows, P. (2005, June 5). The 100 Best Small Companies. Bloomberg Business. Retrieved February 5, 2015, from http://www.bloomberg.com/bw/stories/2005-06-05/the-100-best-small-companies
Athletics Supreme Marketing Plan
Company Overview and Market esearch
Overview of Company
Athletics Supreme is a company that has been in the sporting product industry for 10 years now. The main offices and largest retail store of the company is located in New York City. In particular, the company has become a household name in providing sports equipment, such as tennis rackets and balls, rugby balls and footballs. In addition, the company offers sporting exercise equipment, such as treadmills, weights, rollers and the like. The company has grown, both in scale and size, over the past five years. It has been able to open several other retail stores in different states across the nation. In addition, the company has also been able to expand globally with one store in Canada and another in the United Kingdom. In the contemporary, owing to the increase in demand from consumers and popularity, Athletics…
Aders, A. (2015). The 4 Essential Research Strategies in Content Marketing. Retrieved 25 January, 2016 from: http://www.inc.com/aaron-aders/the-4-essential-research-strategies-in-content-marketing.html
Lamb, C., Hair, J., McDaniel, C. (2012). Essentials of Marketing. Ohio: South Western Cengage Learning.
Mars. (2013). Sales metrics and the sales process for early-stage tech startups. Retrieved 25 January, 2016 from: http://www.marsdd.com/mars-library/sales-metrics-and-the-sales-process-for-early-stage-tech-startups/
Pearce, B. W. (2007). Senior Living Communities: Operations Management and Marketing for Assisted Living, Congregate and Continuing Care Retirement Communities. Maryland: The John Hopkins University Press.
Competitive Analysis: Tiny Home Market
Montainer is one of the more popular entrants in the tiny home market. It offers a relatively low price point for container homes. According to its website, a base module in the form of a recycled and refurbished shipping container is only $65,000, well below the price of even the most inexpensive homes, and installation runs $10,000-$20,000. The homes can be located anywhere the customer has land and can secure a permit. "We determine exact installation costs for your site including connection to utilities whether you are [sic] access to power, city sewer and water or well and septic system. Solar panels are also an option that we provide." ("FAQ," 2016). The shipping containers are relatively Spartan, however and a more realistic target market may be individuals who want vacation homes or temporary office spaces although according to Montainer, "Montainer wants to sell its homes…
Davis, L. (2015). Can tiny homes become big business? Realtor. Retrieved from:
FAQ. (2015). Montainer. Retrieved from: http://www.montainer.org/faq.html
Humble Homes (2016). Official Website. Retrieved from:
Integrated Marketing Communications
Integrated marketing communication strategy is a great manner for a company's brand to specifically lay emphasis on the consumers. Apple Inc. uses integrated marketing communication (IMC) so as to communicate with its target market. The communication plan of the company is modified with regard to the target market, the product position and the society in overall. Apple Inc. in determined to be close to its consumers by providing quality and increasing its brand awareness to its consumer base. The company uses social marketing to generate emotions and relationships with consumers. For instance, the company comes with innovative products, such as the iPhone and iPad to increase the user experiences of the consumers. Some of the tools of IMC employed by the company include: interactive or internet marketing, direct marketing, advertising, sales promotions and also public relations. In general, Apple Inc. is largely focused on increasing…
Ang, L. (2014). Integrated Marketing Communications. Cambridge: Cambridge University Press.
Hanlon, A. (2013). The AIDA Model. Smart Insights. Retrieved 14 November 2015 from: http://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/
Shrimp, T. (2010). Advertising Promotion and Other Aspects of Integrated Marketing Communications. Ohio: South Western Cengage.
Tiny House: Target Market Analysis
The tiny house market for homes "typically between 100 and 500 square" has a wide demographic outreach in terms of its age range: "Millennials, who have limited funds and might not be able to afford a traditional mortgage because they have to pay off college loans; and Baby Boomers, who are retiring and seeking ways to stretch their pension by finding affordable homes" (Hyde n.d.). The concerns of both groups are strikingly similar. Idealistic Millennials embrace the environmental benefits provided by such homes and Baby Boomers are seeking to save money on utilities. However, demographically, the impressive size of the Millennial generation makes this an even more attractive potential target market: "By sheer numbers, the 75 million members of the millennial generation overtook baby boomers last year" (Lee 2016). Slice of Heaven's emphasis on the luxury market of tiny homes would allow both demographics to…
Hyde, R. (n.d.) Tiny house movement: Making market opportunities. Investopedia. Retrieved from: http://www.investopedia.com/articles/investing/092815/tiny-house-movement-making-market-opportunities.asp
Lee, D. (2016). Why millennials are staying away from homeownership despite an improving economy. The LA Times. Retrieved from: http://www.latimes.com/business/la-fi-0301-housing-economy-20160301-story.html
Patel, N. (2015). Tiny house, big benefits: Freedom from a mortgage and worries -- and stuff.
The Washington Post. Retrieved from: https://www.washingtonpost.com/lifestyle/magazine/tiny-house-big-benefitsfreedom-from-a-mortgage -- and-stuff/2015/06/23/f8f706f0-0acc-11e5-9e39-0db921c47b93_story.html
Market Entry to Ivory Coast
Company Profile and Background
Market Analysis- Ivory Coast
Social and Cultural Analysis
Political and Legal Analysis
Market Entry Strategies
Place and Distribution
Market Entry to Ivory Coast
Company Profile and Background
Barilla Group is an Italian food company whose headquarters are located in the city of Parma. The company also has its operations in various nations in Europe. Barilla was established in the year 1877, initially as a bakery shop and was set up as a family business. In the present, the company is still controlled by the Barilla family. The company is renowned and has established itself as a multinational pasta maker. In particular, the group undertakes the production of numerous kinds of pasta and is actually the leading pasta maker across the globe. The company has a market share of about 45% in…
Adingra, J. A. (2014). Good governance and fight against corruption: MeiteSindou illuminates the Belgian Chamber of Commerce. Retrieved 19 May 2016 from: http://news.abidjan.net/h/484727.html
Barilla Website. (2016). History. Retrieved 19 May 2016 from: http://www.barillagroup.com/en/history
Buckley, P. J., & Casson, M. C. (1998). Analyzing foreign market entry strategies: Extending the internalization approach. Journal of international business studies, 539-561.
Chung, H. F., & Enderwick, P. (2001). An investigation of market entry strategy selection: Exporting vs. foreign direct investment modes -- a home-host country scenario. Asia Pacific Journal of Management, 18(4), 443-460.
What has Target done well over the years in terms of its integrated marketing communications strategy? What should it do going forward?
Target has undertaken everything considerably and effectively well required of deploying an integrated market communications strategy. The company's message has been consistent across its market channels enabling the public to identify their brand the minute they see Target's logo. Secondly, Target is the sponsor of major events, which enables the company to attain a great deal of recognition from the public. In addition, Target is able to identify distinctive consumers' interests, prejudice, preferences, as well as demographics that indicate the concern the company cares for its consumers (Schlosser, 2004).
In order to reach and engage the interest of individuals who lead busy lives as well as the younger generation, the company has developed its online retailing website, which is able to appeal to more consumers as it…
Kotler, P., & Keller, K. L. (2012). Marketing management [VitalSource Bookshelf version] (14th ed.). Retrieved from https://online.vitalsource.com/#/books/9781323291016
Schlosser, J. (2004). How Target Does It. Fortune, October 18, 2004, p. 100.
Steverman, B. (2009). Target vs. Wal-Mart: The Next Phase. BusinessWeek, August 18, 2009.
Google will focus on market segments that demonstrate the ability to expand with the business as it continues to invent products for the future technology. The well-informed student segment is subjected to vast technological advances and is easy technology adapters. This makes this segment an ideal market for the company to focus on. Besides its internet product, Google is revolutionizing its digital media platform. The perceptive student segment is always plunged in the digital media, and the company will maximize on this segment's needs for better technology. By concentrating on this market and acquiring recognition, the company will ensure this segment remains loyal to its brands due to its continuous quality products and technological innovations.
The internet is a universal device so the company will appeal to highly diverse users.
Most of its customers will be global
The products provided by the company will…
Market Model Patterns of Change
Market Model Pattern of Change
The market model industry I research on is the rental movie industry, which the Blockbuster video was the dominant product. This industry has undergone through gigantic market change over many years. Hollywood video is the national competitor; however, they often compete with the local and regional movie rental industries. The use of the new technology has significantly led to the competition among different companies. The market model pattern of change shows that the industry has competitors or not, also, the costs in the company.
Explain the industry and outline the overall wave of change of the specific market structure
The Blockbuster video once dominated the movie rental industry; this has changed enormously due to the competition in the entertainment market. The evolution of the new technology has led to multiple competitions and has changed the consumers' purchase of the rental…
Blockbuster LLC, 47). Company Overview. Blockbuster Corporate.
Michael, R.J. (2011). Transaction and Strategies; Economics for Management. Mason, USA
The Motion Picture Association of America. (2011). Mpaa statement on strong showing of support for stop online piracy act. The Motion Picture Association of America. Washington, D.C.
Ford, A.(2009). Modeling the Environment, Second Edition.New York: Island Press
Market Entry Challenges in Asia
Many companies want to move into Asia, but there are market entry challenges that have to be faced there. Still, Asia represents a very important and profitable market for many companies, and it is not unusual for these companies to draw major profits from their overseas operations. EBay, however, has many problems in the Asian markets, and has struggled with these issues in the past (Chan, 2007). In order to understand why this is the case for the company, one must address the 4 Ps (product, place, promotion, and price). By looking at each one of those, a person can get a better idea of why eBay failed in some of the Asian markets and why it performed better in others. In the U.S., eBay is very popular. The same is true for the UK and a few other countries. That does not mean, though,…
Chan, Isabelle (2007) "EBay Has Its Eye on Southeast Asia" 29 Oct 2007, e-commerce, Business Week.
Ihlwan, M. & R. Hof (2006) Out-eBaying eBay in Korea, Business Week, New York: July 17, 2006, p.74, Issue 3993
Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9, 249-254.
Mangalindan, M. (2006) China May Be eBay's Latest Challenge as Local Rivals Eat Into Market Share, Wall Street Journal, New York, N.Y.; October 12, 2006.
Targeted Home Consumer
When selling a product, an organization's sales department has to be extremely careful while trying to consider which best approach to use when selling. Therefore, the sales department finds that it is better for the product to be sold in the commercial market other than using the home customer approach. The commercial market has a significant advantage over the home-consumer selling because many people are likely to purchase the product in an open consumer or commercial market. When taking the product from door to door, many people are not comfortable with the exercise, and there is a general believe that the product maybe fake or of a low quality.
New markets are the upcoming markets that were not in existence before, and they have a greater potential then those that were in existence before. For instance, this market is probably a new institution has been opened like…
Doyle, P. (2000). Value-based marketing: marketing strategies for corporate growth and shareholder value. Chichester: Wiley.
Hingston, P. (2001). Effective marketing. London: DK.
Marketing handbook 2006 (16th. ed.). (2006). S.l.: Hollis Pub..
Target Israel SOT
Global Fighter Jets, as a producer of military equipment, benefits from the SOT analysis of the countries it wishes to sell its product. Global's F35 is planned to be sold and manufactured within the nation of Israel. The unique factors regarding this particular selection need to be explored to truly gauge and understand the scope and magnitude of such a business venture. The purpose of this essay is to conduct a SOT analysis on Israel regarding the F35 Global Fighter Jet product. This analysis will examine internal strengths and weakness of Global Fighter Jets by analyzing its business mode and how best it might serve the company's objectives. The external opportunities and threats that lie within this specific Israeli market will then be discussed. The paper will conclude with comments on how to best manage the risks of this expenditure and introduce a successful strategy to make…
Israel. Wikipedia. 8 Sep 2012. Retreived from http://en.wikipedia.org/wiki/Israel
Maital, S. (2004). Research or die a SWOT analysis for Israel. Globes.com. Retreived from http://archive.globes.co.il/searchgl/A%20SWOT%20analysis%20for%20Israel._s_hd_0L 3OuC30vN3WsCZKoDYveT6ri.html
com. In case of several companies, enhancing customer relationships is among the most capable features of e-commerce. However, whereas the Internet has presented the consent of a novel method to draw and communicate with the customer, hardly few enterprises have discovered a method to efficiently manage interactions with their customers on the Internet. (David, 2000)
The real skill is involved in making the device suitable to accomplishment of the business strategy and also makes profit persistently. (Howard, 1999) This makes McGrath and Heiens to describe the failures of Internet startups as a moot testimony that "the Internet is a tool, not a panacea" and that a "sound business strategy is always a prerequisite for success" Therefore, even though many successes have appeared to day on the Web in the online industry and in the digital forms in general still more are to be explored for accomplishing long-term goals of the…
Allbritton, Marcel M; Rogers, Everett M. (1995) "Interactive Communication Technologies in Business Organizations" the Journal of Business Communication. Volume: 32; No: 1; pp: 36-43
Archer, Norm; Head, Milena; Wang, Fang. (2002) "E-Tailing: An Analysis of Web Impacts on the Retail Market" Journal of Business Strategies. Volume: 19. No: 1; pp: 114-120
Baker, John. F. (December, 1998) "Hyper Wars: Eleven Strategies for Survival and Profit in the Era of Online Business-review." Publishers Weekly. Volume: 12. No: 1; pp: 27-33
Beck, John C; Lynch, Patrick D. (2001) Profiles of Internet Buyers in 20 Countries: Evidence for Region-Specific Strategies. Journal of International Business Studies. Volume: 32; No: 1; pp: 57-63
Unfortunately, in comparison to some of its competitors, like al-Mart and dollar stores, because Target does not offer rock-bottom prices, but strikes a balance between quality and low prices, its fortunes have been suffering as of late. Also, it has chosen to emphasize less necessary goods like clothing and home goods, to create its image of giving an exceptional shopping experience, as well as being a place to pick up a box of cornflakes. But for that reason as well, consumers have been more likely to patronize stores that focus on basic necessities like al-Mart, when they must prioritize their needs (Gregory 2009). Consumers do not merely want to 'pay less,' now, they want to pay the lowest prices possible.
Gregory, Sean. (2009). al-Mart vs. Target: No contest in the recession. Time Magazine. Retrieved May 13, 2009 at http://www.time.com/time/business/article/0,8599,1885133,00.html
Our Mission. (2009). Target: Company. Retrieved May 13, 2009…
Gregory, Sean. (2009). Wal-Mart vs. Target: No contest in the recession. Time Magazine. Retrieved May 13, 2009 at http://www.time.com/time/business/article/0,8599,1885133,00.html
Our Mission. (2009). Target: Company. Retrieved May 13, 2009 at http://sites.target.com/site/en/company/page.jsp?contentId=WCMP04-031699
sevice (Huse, Evangelho 2007). What is needed is moe concentation fist on the objectives of the study in light of the planes' poposed econfiguations' inceasing full sevice elative to low cost. Once that hypothesis in conjunction with a picing analysis of how much those loyal business leade taveles on the ailine today ae willing to pay, then a moe accuate eseach design can be developed.
Following a claification of the eseach design and hypothesis, the eseach team needs to also conside attitudinal and psychogaphic eseach in addition to puely looking at the economics of picing as it elates to poviding geate sevices on thei jets in the fom of meeting aeas. Specifically looking at what business leades conside to be exceptional sevice offeings elative to thei baseline levels of expectations is citical to see if the inclusion of tables is even in thei set of pefeences o minimum expectations (Enquist,…
references (Ping, 2004). Unfortunately the questionnaire quickly grew to include many objectives, growing to several pages, which will inevitably introduce respondent fatigue and either a social desirability bias of merely responding quickly to appear done or giving up on the questionnaire and leaving it behind in the jet. Incenting the flight attendants to gain as many responses is possible introduces sampling bias and
3. How the quality of service changed and why?
The quality of service increased significantly as all practices areas of the hospital better aligned to the cultural norms, values and needs of each ethnic population represented by the segments served. The quality also increased because the staff also began to better understand the unique needs of the patients being served, with more emphasis on interpersonal communication than had been the case in the past. This personalization aspect of leadership works both ways; the hospital staff had a much better appreciation and understanding of the unique needs of the population they were serving, and the potential patients and customers developed familiarity and trust with the providers. The next step for the hospital is to create a means to continually evaluate the level of satisfaction they are delivering to patients. The hospital could use the SEVQUAL metrics to evaluate the level of…
Barrett, H., Balloun, J., & Weinstein, a.. (2009). How variation in management perceptions affects organizational performance. Quality and Quantity, 43(3), 451-461.
Paul Hughes-Cromwick, Sarah Root, & Charles Roehrig. (2007). Consumer-Driven Healthcare: Information, Incentives, Enrollment, and Implications for National Health Expenditures. Business Economics, 42(2), 43-57.
Ravichandran, K., S. Prabhakaran, and S. Kumar. 2010. Application of Servqual Model on Measuring Service Quality: A Bayesian Approach. Enterprise Risk Management 2, no. 1, (January 1): 145-169.
Wrenn, B.. (2006). Marketing Orientation in Hospitals: Findings from a Multi-Phased Research Study. Health Marketing Quarterly, 24(1/2), 15.
choice of segmentation strategies could also be fine-tuned by the life-
stage of consumers, with those members of a target audience who have young
children needing clocks with simple numerals for example versus the more
ornate clocks that retirees like to decorate their homes with. The use of
attitudinal segmentation in conjunction with lifestyle and psychographic-
based analysis of consumers' needs can lead to entirely new classes of
products being produced. Often those companies with the best understanding
of the preferences of their consumers also create more innovative products
as a result.. In this regard, the use of segmentation as an approach to
driving future product innovation through more effective customer insights
is invaluable as well.
Marketing Leadership Council (2006). Overcoming Complexity in Segmentation
Alternatives. Corporate Executive Board White Paper Series. October,
Marketing Leadership Council (2006). Overcoming Complexity in Segmentation
Alternatives. Corporate Executive Board White Paper Series. October,
2006. Washington, DC.
Target's Strength in Branding Strategies Continue
As Target continually refines its branding strategy to set high expectations for shopping visits and then fulfills them through exceptional operational execution and having the right product in the right place at the right time, the company's future branding strategies will further differentiate them from discounter Wal-Mart. First, Target will continue to underscore its uniqueness with a Go International campaign features English designer Alice Temperley, known for her highly feminine designs, and also the development of an entirely new line of jewelry from well-known os Angeles-based designer Dominque Cohen (Heller, 2006). These strategies and comparable ones to them are meant to continually reinforce the unique value proposition of the store chain and deliver more value than customers expect, further earning greater levels of loyalty over the long-term.
James C. Anderson, James a Narus, Wouter van Rossum. (2006). Customer Value Propositions in Business Markets.…
Laura Heller (2006, April). HOW the HOUSE of MASS FASHION ALWAYS STAYS a STEP AHEAD. DSN Retailing Today, 45(7), 25-26. Retrieved May 5, 2008, from ABI/INFORM Global database. (Document ID: 1029378821).
Hafedh Ibrahim, Faouzi Najjar. (2008). Assessing the effects of self-congruity, attitudes and customer satisfaction on customer behavioural intentions in retail environment. Marketing Intelligence & Planning, 26(2), 207-227. Retrieved May 6, 2008, from ABI/INFORM Global database. (Document ID: 1462824211).
Soo-Young Moon (2005). An Analysis of Global Retail Strategies: A Case of U.S. Based Retailers. Journal of American Academy of Business, Cambridge, 7(1), 219-222. Retrieved May 7, 2008, from ABI/INFORM Global database. (Document ID: 850335101).
For example, in the early 1990's the 'Intel Inside' of computers was great for computer sales. That is until the Intel brand name took a major hit for allowing a faulty chip to make its way to the market. The internet-based Word-of-Mouth made the 'Intel Inside' a marketing nightmare.
The Word-of-Mouth and Buzz marketing approach coupled with the internet are more effective than any available print or television ad currently used because consumers are too overly saturated by those mediums. This new approach of the future was recently used and studied for the popular film 'Fahrenheit 911' and the blockbuster results in revenues clearly show that this new approach is the wave of the next generation.
In conclusion, the world of marketing has changed and our more global and technologically advanced social and business environment will make marketers reevaluate their approach. Marketing executives can no longer go about in…
Bianco, Anthony, Lowry, Tom, Berner, Robert, & Arndt, Michael (2004). The Vanishing Mass Market. Business Week, July 12, 60-68.
Durgee, Jeffrey F., Gina Colarelli O'Connor, and Robert W. Veryzer. "Translating values into product wants." Journal of Advertising Research Vol. 36 (1996).
Khermouch, Gerry & Green, Jeff (2001, July 30). "Buzz Marketing: Suddenly This Stealth Strategy Is Hot -- but it's Still Fraught with Risk." Business Week Online. Retrieved on May 4, 2005, at http://www.businessweek.com/magazine/content/01_31/b3743001.htm
Silverman, George (1997, November). How to Harness the Awesome Power of Word of Mouth. Direct Marketing Magazine, 32-37. Retrieved on May 4, 2005, from Market Navigation, Inc., Web Site: http://www.mnav.com/H2HarnWOM.htm
Creating a homey, comfortable, and beautiful environment is likely to be important for the consumer, as much of the products of the company stress simplicity and elegance, yet adding something a bit extra to everyday life, through the use of homemade crafts, making food from scratch, or added amenities to the home. These are women who are concerned as to what other women think of them, and think of their childrearing and homemaking skills.
hat segments are the ideal targets of the market?
Marketers estimate that although women slightly more than 50% of the population, they women "buy or influence an average of 85% of everything that is sold in the United States," and that number is even higher for food, household items and home improvement items (Clark, 2007) omen are ideal marketing targets because they have "huge appetite to communicate" and often recommend products to their friends, and use…
Clark, Jennifer. "Women as Consumers." San Diego Marketing Power. 2007.
13 Mar 2007. http://sandiego.marketingpower.com/content20020.php#
Investor Relations." Martha Stewart Living Omnimedia, Inc.2007. http://www.marthastewart.com/portal/site/mslo/menuitem.017db2225a7627b8510467a2b5900aa0/?vgnextoid=b24ddc2858650110VgnVCM1000003d370a0aRCRD&vgnextfmt=default
For example, fast food companies' decision to target African-Americans and Latinos in their promotional campaigns may play a role in the higher rates of obesity amongst these groups. Individuals who are more likely to be poor, have less access to nutritional information, and find it difficult to obtain healthy food without greater effort may be more vulnerable to such messages. "African-American youth viewed 50% more fast food ads on TV than white youth… McDonald's website, 365Black.com, targeted African-Americans specifically through content celebrating their culture" (Targeted marketing, 2011, Fast food facts). This can cause the targeted group to suffer the effects of fast food overindulgence disproportionately compared to other groups in society. Already marginalized and suffering greater health consequences, because of centuries of economic and political oppression, African-Americans find themselves once again victimized by ads that encourage them to pursue unhealthy eating patterns. Latinos are similarly being targeted with Spanish language…
Fast food facts. (2011). Targeted Marketing. Retrieved March 6, 2011 at http://www.fastfoodmarketing.org/media/FastFoodFACTS_TargetedMarketing.pdf
Target vs. Walmart Financial Analysis
Synopsis of the Companies
Wal-Mart Store Inc. became originally established in the year 1945 and is in the present day undertaking its operations in retail stores in over twenty-seven countries. The company is split into three key segments. These are Walmart International, Walmart United States and Sam's Club. The business undertaken by Walmart as a company encompasses restaurants, superstores, retail stores and also warehouse clubs. The company also undertakes e-commerce through its website Walmart.com. In terms of retail products, the merchandises being sold in Walmart's retail stores include baby products, healthcare products, household goods, electronics, books, automotive products, clothing, furnishings and decor, alcohol, grocery, paper products and so much more. The leadership and control of the company is held by the Walton family, which owns about forty-eight percent of the shares of the company. Walmart was established by Sam Walton and therefore shows why the…
Bloomberg News. (2014). Wal-Mart Report Found Profit Boosted by China Maneuvers, Bloomberg. Retrieved from: http://www.bloomberg.com/news/articles/2014-12-10/wal-mart-report-found-profit-boosted-by-china-maneuvers
Financial News Release. (2015). Target Announces Settlement Agreement with MasterCard; Estimated Costs Already Reflected in Previously Reported Results. Retrieved 14 June 2016 from: http://phx.corporate-ir.net/phoenix.zhtml?c=65828&p=irol-newsArticle&ID=2035520
Maddox, M. (2015). Should Walmart Be Your Next Bank? WOTW. Retrieved from: http://www.wowt.com/factfinders/headlines/Should-Walmart-Be-Your-Next-Bank-290835881.html
Mitchell, D. (2015). Why Wal-Mart and Texas Are Headed for an Epic Showdown, TIME. Retrieved from: http://time.com/3709606/walmart-texas-lawsuit-liquor/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+time%2Fthecheapskateblog+%28TIME%3A+Moneyland%29
Arumemi-Ikhide believes that Arik can succeed due to a combination of the opportunity -- helped by economic and air transport reforms in Nigeria -- and the capability to deliver a high quality product." (Dunn, 2009) Also stated by Arumemi-Ikhide is that this "will be a key in differentiating it in the international market and providing feeder traffic. That will be the lifeline for the international network. That's what sets up apart from our rivals." (Dunn, 2009)
Martin Russell states in the report entitled: "Arik Air: The Future of African Aviation" that both the "internal opinion of African air travel and that of onlookers overseas was bleak before the arrival of Nigeria's newest treasure, Arik Air." (2008) Russell states that the aviation industry is African is "hampered by somewhat less predictable weather and frequent storms" resulting in aviation in African being "far from predictable with temperamental skies that readily…
Nigeria's air traffic grows by 31% during 2008; defies global slump (2009) TradeInvest Nigeria Thu, 05 Mar 2009. Online available at: http://www.tradeinvestnigeria.com/news/957188.htm
Lawal, Lateef (2009)FG Invests Over N7b In Air Navigation, Safety, Search & Rescue - Nigeria Masterweb Daily News. Online available at: http://www.nigeriamasterweb.com/blog/
More Frequencies to Foreign Airlines Put Nigerian Carriers at Risk (2009) The Guardian -- Travels 17 Jul 2009. Online available at: http://www.ngrguardiannews.com/travels/article01//indexn2_html?pdate=170709&ptitle=More%20frequencies%20to%20foreign%20airlines%20put%20Nigerian%20carriers%20at%20risk
Dunn, Graham (2009) Arik Air: Pressing Ahead with International Plans. 3 June 2009. Airline Business. Online available at: http://www.flightglobal.com/articles/2009/03/06/323508/arik-air-pressing-ahead-with-international-plans.html
Puma Sneakers Inc.
Puma markets sneakers targeting a market segment aged 15-30. I have chosen this target segment because it is the age where an individual is active and sporty. This applies to both male and female as the company offers a wide range of male and female sports clothing, a perfume line and shoe-wear. With differentiation, the company's focal point has taken numerous forms. Evidently, the needs of the target market have been addressed through alert attention. Puma's global Sneakers and lifestyle aims to capture approximately thirty percent of the organized retail sportswear market. This will be achieved through additional stores across the country (Pride & Ferrell, 2013).
The main customer base for Puma's sneakers are the company's primary target market predominantly females. The products are best standing based on their brand categories and premium pricing. This market is customer oriented and not demand oriented. Instead of fulfilling needs,…
Lamb, C.W. (2012). Marketing. Toronto: Nelson Education.
Pride, W.M., & Ferrell, O.C. (2013). Foundations of marketing. Australia: Southwestern, Cengage Learning.
Weele, A.J. (2006). Purchasing & supply chain management: Analysis, strategy, planning and practice. London: Thomson Learning.
The hotel seeks to promote its strategic location and incomparable services to boost its sales to the majority of people and tourists visiting Southern California. Its proximity to central Loss Angeles also gives an advantage to the hotel to target the urban dwellers seeking recreation facilities outside the central city.
Pricing of services and products offered by the Long beach hotel is under management and control of market conditions of demand and supply. Prices are elastic depending on the season of the year. During peak periods, prices for accommodation services range from $100 to $400. These prices aim to meet the demands of a bigger range of people. The prices vary depending on the capability of a customer. Price charge depends on the facilities available in the hotel rooms and other services that a customer may require such as dinner and breakfast. Charges such as $400 per night…
Nijssen, E., Frambach, R. (2001). Creating consumer value through strategic marketing planning: A management approach. AH Dordrecht: Kluwer academic publishers.
Westwood, J. (2002). The marketing plan: A step-by-step guide. London: Kogan page Limited
Stapleton, J & Thomas, J, M. (1998). How to prepare a marketing plan: A guide to reaching the consumer market. Brookfield: Growing publishing limited
Berry, T & Wilson, D. (2001). On target: The book on marketing plans. United States of America: Palo Alto software Inc.